From danger to destination: changes in the language of endemic disease during the COVID-19 pandemic.

At the beginning of 2022, the word 'endemic' became a buzzword, especially in the UK and the USA, and a kernel for the formation of novel social representations of the COVID-19 pandemic. The word normally refers to a disease which is continuously present, whose incidence is relatively stable and is maintained at a baseline level in any given locality. Over time, 'endemic' migrated from scientific discourse into political discourse, where it was mainly used to argue that the pandemic was over and people now had to learn to 'live with' the virus. In this article, we examine the emerging meanings, images and social representations of the term 'endemic' in English language news between 1 March 2020 and 18 January 2022. We observe a change over time, from the representation of 'endemic' as something dangerous and to be avoided to something desirable and to be aspired to. This shift was facilitated by anchoring COVID-19, especially its variant Omicron, to 'just like the flu' and by objectifying it through metaphors depicting a path or journey to normality. However, the new language of hope and aspiration did not go entirely unchallenged. Our analysis suggests that two competing polemic social representations emerged: one of endemicity as hope and aspiration and the other focusing on misguided optimism. We discuss these findings in the context of emerging polarisations in beliefs about the pandemic, politics and disease management.

Social representations of ‘social distancing’ in response to COVID-19 in the UK media

The emergence and spread of a new pandemic, COVID-19, have raised topics of concern for health professionals, policy makers and publics across the globe. Governments have struggled to find the right policies to stop disease transmission, but all have introduced social distancing. In the United Kingdom this has come to be understood as staying at home and, when outside, maintaining a physical distance of approximately two metres between oneself and others. In this article, the authors examine the emergence of this new social representation as portrayed in one UK broadsheet and one tabloid with the widest circulation: The Times and The Sun, between early March and early April 2020. Using social representations theory and thematic analysis, the authors show that social distancing struggled to emerge from underneath government obfuscation. It was first seen as a threat to normal life, which in modernity is predicated on mobility;it was later portrayed as a threat to social order;and finally perceived as a burden that, like the lockdown (its conceptual twin), needed to be lifted.

Social representations, identity threat, and coping amid COVID-19.

This article describes an integrative social psychological framework within which human reactions to COVID-19 can be understood and predicted. It is argued that social representations of COVID-19 (and its mitigation strategies) must resonate among diverse communities, not be too threatening, and provide clear pathways for action and engagement. (PsycInfo Database Record (c) 2020 APA, all rights reserved).